While other MediaPost newsletters and articles remain free to all ... our new Research Intelligencer service is reserved for paid subscribers ...

Subscribe today to gain access to the every Research Intelligencer article we publish as well as the exclusive daily newsletter, full access to The MediaPost Cases, first-look research and daily insights from Joe Mandese, Editor in Chief.

A report by PubMatic shows that Android users are increasingly valuable to advertisers, who are are targeting such users more and
more, with Android app inventory prices rising 147%, year-over-year. The marketing automation software provider’s “Q1 2016 Quarterly Mobile Index” (QMI) report also said that while
Apple iOS app inventory prices are still higher than Android's on an absolute basis, iOS app CPMs rose only 62% year-over-year.

Announced on Tuesday, the report also showed that advertiser demand has shifted to private marketplaces (PMPs)
during major sporting events in Q1 such as the Super Bowl, the Six Nations Championship and NCAA College Basketball Tournament.

“More media buyers are realizing that PMPs allow
them to pre-plan on campaigns ahead of major events, because PMPs offer preferred access to high-quality inventory, at scale,” stated Rajeev Goel, co-founder and CEO of PubMatic.

advertisement

advertisement

PubMatic’s Q1 2016 QMI report also found that mobile app and mobile Web CPMs grew 67% and 57% year-over-year, respectively, an indication of improving quality and value across both mobile
platforms. Inventory quality on the mobile Web is especially important to premium publishers that are seeing the majority of their mobile traffic originating from the mobile Web via browsers.

PubMatic found that in Q1, 80% of monetized mobile inventory came from the mobile Web, the rest via mobile apps.

The report analyzed billions of daily impressions from PubMatic’s Q1
2016 operational data to identify five key trends in global mobile advertising for the quarter: